The research addresses how business models are changing and innovating toward more digital solutions, following the pandemic that shook the world in 2019, with a particular focus in the fashion luxury sector. Before the COVID-19, boutiques were the main sales channel, but, as a result of restrictions imposed by States, consumers were directed to the e-commerce channel, massively increasing sales volumes. Today, one year after the end of this disruptive event, the numbers in this channel continue to grow, demonstrating that what had been a necessary change imposed by external conditions has become a new market trend, and a new type of distribution on which companies need to invest in. This research aims to help luxury companies to create and implement new business models that can provide a new value proposition to customers. In particular, it looks at omnichannel and digitization arguments, which are becoming central in this new scenario. They, in fact, offer a new online shopping experience by bridging the gap that exists, today, between physical and e-commerce sales. In addition, the research addresses the implementation of these new models by also looking at the transformation of the distribution chain, an unavoidable consequence of the transformation process. All these aspects were analysed, firstly, through a literature research and, subsequently, through a practical case carried out within a company operating in the luxury world. The latter, using an action research methodology, identified the problem arising from the new context and acted to innovate the e-commerce platform by deciding to offer at customers the possibility of booking both days and time slots for order shipment through Scheduled Delivery service. The combination of these two parts makes it possible to give useful suggestions to company managers on the direction to take within the new post-pandemic scenario; that is, to invest on innovation of online business models in order to create a new concept of "luxury 4.0" and continue to increase e-commerce sales. In addition, it provides a clear and structured methodology of innovation, ranging from understanding the context, to identifying the ideal solution, to modelling the supply chain; a process that is particularly useful within industries where the change is relatively “new”.
La ricerca affronta il tema del cambiamento e dell’innovazione dei modelli di business verso soluzioni più digitali, a seguito della pandemia che ha scosso il mondo nel 2019, con un focus particolare nel settore fashion di lusso. Prima del COVID-19, le boutique rappresentavano il principale canale di vendita, ma, a seguito delle restrizioni imposte dagli Stati, i consumatori sono stati indirizzati verso il canale e-commerce, incrementando in maniera massiva i volumi di vendita. Oggi, un anno dopo la fine di questo evento distruttivo, i numeri di questo canale continuano a crescere, dimostrando che quello che era stato un cambiamento necessario imposto dalle condizioni esterne è diventata una nuova tendenza del mercato, e un nuovo tipo di distribuzione su cui le imprese devono investire. Questa ricerca mira ad aiutare le aziende del lusso a creare e implementare nuovi modelli di business in grado di fornire una nuova proposta di valore ai clienti. In particolare lo fa guardando alle tematiche di omnicanalità e digitalizzazione, le quali sono diventate centrali di questo nuovo scenario. Esse, infatti, offrono una nuova esperienza di acquisto online colmando il gap che ad oggi esiste tra vendita fisica e vendita e-commerce. Inoltre, la ricerca affronta l’implementazione di questi nuovi modelli guardando anche alla trasformazione della catena distributiva, conseguenza non evitabile del cambiamento. Tutto ciò è stato analizzato in un primo momento attraverso una ricerca letteraria e, successivamente, attraverso un caso pratico svolto all’interno di un’azienda che opera nel mondo del lusso. Quest’ultima, utilizzando una metodologia di ricerca d’azione, ha identificato il problema derivante dal nuovo contesto e si è dedicata all’innovazione della piattaforma e-commerce decidendo di offrire ai clienti la possibilità di prenotare sia i giorni che le fasce orarie di consegna degli ordini tramite la Scheduled Delivery. L’unione di queste due parti permette di dare dei suggerimenti utili ai manager delle aziende sulla direzione da prendere all’interno nuovo scenario post-pandemico; ovvero investire sull’innovazione dei modelli di business online così da creare un nuovo concetto di “lusso 4.0” e continuare ad aumentare le vendite e-commerce. Inoltre, fornisce una metodologia chiara e strutturata di innovazione, che va dalla comprensione del contesto, all’identificazione della soluzione ideale, fino alla modellizzazione della muova catena di fornitura; un processo che è particolarmente utile per un settore che è relativamente “nuovo” al cambiamento.
Modelling supply chain changes driven by e-commerce business models: a case study from the luxury industry
BONACINI, VERONICA
2022/2023
Abstract
The research addresses how business models are changing and innovating toward more digital solutions, following the pandemic that shook the world in 2019, with a particular focus in the fashion luxury sector. Before the COVID-19, boutiques were the main sales channel, but, as a result of restrictions imposed by States, consumers were directed to the e-commerce channel, massively increasing sales volumes. Today, one year after the end of this disruptive event, the numbers in this channel continue to grow, demonstrating that what had been a necessary change imposed by external conditions has become a new market trend, and a new type of distribution on which companies need to invest in. This research aims to help luxury companies to create and implement new business models that can provide a new value proposition to customers. In particular, it looks at omnichannel and digitization arguments, which are becoming central in this new scenario. They, in fact, offer a new online shopping experience by bridging the gap that exists, today, between physical and e-commerce sales. In addition, the research addresses the implementation of these new models by also looking at the transformation of the distribution chain, an unavoidable consequence of the transformation process. All these aspects were analysed, firstly, through a literature research and, subsequently, through a practical case carried out within a company operating in the luxury world. The latter, using an action research methodology, identified the problem arising from the new context and acted to innovate the e-commerce platform by deciding to offer at customers the possibility of booking both days and time slots for order shipment through Scheduled Delivery service. The combination of these two parts makes it possible to give useful suggestions to company managers on the direction to take within the new post-pandemic scenario; that is, to invest on innovation of online business models in order to create a new concept of "luxury 4.0" and continue to increase e-commerce sales. In addition, it provides a clear and structured methodology of innovation, ranging from understanding the context, to identifying the ideal solution, to modelling the supply chain; a process that is particularly useful within industries where the change is relatively “new”.| File | Dimensione | Formato | |
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Descrizione: Testo della tesi di laurea magistrale Bonacini
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https://hdl.handle.net/10589/214127